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Commit to Users Pustaka.Uns.Ac.Id Digilib.Uns.Ac.Id 1 pustaka.uns.ac.id digilib.uns.ac.id PROMOSI PROGRAMME EVENT REXONA SKUL 2 SKUL WONG PRODUCTION EVENT ORGANIZER DAN TANGGAPAN AUDIENCE ( Studi Korelasi tentang Aktivitas Mengikuti Programme Event Rexona Skul 2 Skul terhadap penggunaan produk yang dipromosikan di SMPN 7 Surakarta tahun 2010 ) Oleh Aruma Merliyana D 1206589 JURUSAN ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SEBELAS MARET SURAKARTA 2010 commit to users pustaka.uns.ac.id digilib.uns.ac.id 1 BAB I PENDAHULUAN A. Latar Belakang Masalah Promosi atau pendekatan suatu produk bisa dilakukan dengan berbagai cara, termasuk dengan menggelar event. Bahkan melalui event, produk yang ditawarkan akan lebih terpatri dalam ingatan seseorang. Masalah produk yang akan dipromosikan tergantung dari pemegang produk (sponsor) dan bagaimana event organizer mengemasnya, bisa jadi sebuah event skala kecil akan lebih memiliki makna dan mengenai sasaran ketimbang sebuah event besar atau sebuah proyek raksasa. Untuk menarik awareness public, tentunya diperlukan beberapa strategi yang dampaknya akan berpengaruh pada tingkat penjualannya. Namun perlu disadari, salah satu cara efektif untuk meningkatkan awareness public adalah dengan komunikasi product secara terus menerus. Komunikasi atau yang lebih dikenal dengan istilah promosi ini tidak hanya memberikan janji yang diberikan suatu product tapi juga sifatnya menjual. Setidaknya ada beberapa hal yang perlu diperhatikan agar promosi berhasil, yaitu salah satu jenis promosi yang dinggap paling efektif dalam hal penerimaan audience, yaitu periklanan. Periklanan adalah salah satu kegiatan promosi yang dilakukan melalui berbagai macam cara dan melalui berbagai macam media, tergantung dari jenis iklannya. commit to users pustaka.uns.ac.id digilib.uns.ac.id 2 Perkembangan Event Organizer yang semakin marak. Dan diantara sekian banyak event organizer di Kota Solo, diantaranya adalah Wong Production Event Organizer. Salah satu event programme yang sangat menarik adalah Programme Event Rexona Skul 2 Skul yang merupakan program event edukasi untuk memenuhi kebutuhan siswa siswi, memberikan pengetahuan mengenai keringat dan bau badan, dengan cara yang fun, mudah diserap atau diingat, dan tentunya sangat bermanfaat. Dalam pelaksanaan event, dikatakan berhasil atau tidaknya program event tersebut, semua tergantung dari bagaimana cara penyampaian serta penyerapan pengetahuan yang diberikan selama program event diselenggarakan. Sehingga audiencenya mengerti, hingga pada akhirnya menggunakan produk pembasmi keringat serta bau badan tersebut. Hal inilah yang melatar belakangi penulis memilih program event ini dan tanggapan audience sebagai obyek penelitian. Sebagai alat ukur apakah tujuan programme event Rexona Skul 2 Skul ini telah tercapai, yaitu memberikan pemahaman dan informasi tentang pentingnya mencegah bau badan dan keringat berlebih kepada siswa siswi SMPN 7 Surakarta, terhadap penggunaan produk yang dipromosikan. B. Perumusan Masalah Pada dasarnya perumusan masalah dimaksudkan untuk membatasi masalah yang akan dibahas, sehingga dapat tersusun secara sistematis. commit to users pustaka.uns.ac.id digilib.uns.ac.id 3 Pembatasan ini dimaksudkan pula untuk menetapkan terlebih dahulu segala sesuatu yang diperlukan untuk memecahkannya. Dengan melihat uraian latar belakang masalah, maka dapat dirumuskan permasalahannya yaitu : 1. Adakah hubungan yang signifikan antara aktivitas mengikuti programme event Rexona Skul 2 Skul terhadap penggunaan produk yang dipromosikan di SMPN 7 Surakarta. 2. Adakah hubungan yang signifikan antara interaksi sosial terhadap penggunaan produk yang dipromosikan di SMPN 7 Surakarta. C. Tujuan Penelitian Tujuan penelitian ini adalah untuk mengetahui: 1. Adakah hubungan yang signifikan antara aktivitas mengikuti programme event Rexona Skul 2 Skul terhadap penggunaan produk yang dipromosikan di SMPN 7 Surakarta. 2. Adakah hubungan yang signifikan antara interaksi sosial terhadap penggunaan produk yang dipromosikan di SMPN 7 Surakarta. D. Kerangka Teoritis Komunikasi adalah pesan yang disampaikan kepada komunikan (penerima) dari komunikator (sumber) melalui saluran-saluran tertentu baik secara langsung / tidak langsung dengan maksud memberikan dampak / effect kepada komunikan sesuai dengan yang diingikan komunikator. commit to users pustaka.uns.ac.id digilib.uns.ac.id 4 Namun dalam proses komunikasi itu sendiri harus ada komponen atau unsur yang harus ada. Menurut Effendi (2001 : 6 – 9), komponen komunikasi adalah: a. Komunikator (communicator) b. Pesan (message) c. Media ( media) d. Komunikan (communicant)1. Komunikasi menuntut adanya partisipasi dan kerja sama dari para pelaku yang terlibat kegiatan komunikasi akan berlangsung baik apabila pihak-pihak yang berkomunikasi (dua orang atau lebih) sama-sama ikut terlibat dan sama-sama mempunyai perhatian yang sama terhadap topik pesan yang disampaikan. Komunikasi yang bertujuan untuk mengubah atau mempengaruhi kepercayaan, sikap, dan perilaku seseorang sehingga bertindak sesuai dengan apa yang diharapkan oleh komunikator disebut Komunikasi Persuasif2. Dalam komunikasi persuasif ditemukan retorika persuasif. Retorika persuasif adalah pesan yang disampaikan kepada sekelompok khalayak oleh seorang pembicara yang hadir untuk mempengaruhi pilihan khalayak melalui pengondisian, penguatan atau pengubahan tanggapan (respons) mereka terhadap gagasan, isu, konsep, atau produk. Upaya persuasi akan berhasil baik bila pesan yang disampaikan memiliki akibat sesuai dengan yang 1 H. M. Burhan Bungin, Sosiologi Komunikasi: Teori, Paradigma, dan Diskursus Teknologi Komunikasi di Masyarakat, Jakarta, Kencana, 2006, halaman 33 2 http://id.wikipedia.org/wiki/Komunikasi_persuasif diakses 30 Juli 2010 commit to users pustaka.uns.ac.id digilib.uns.ac.id 5 diharapkan: pesan tersebut dalam beberapa hal mempengaruhi pilihan khalayak3. Teori Uses and Gratification menurut Blumer dan Katz mengatakan bahwa pengguna media (audience) memainkan peran aktif untuk memilih dan menggunakan media. Pengguna media adalah pihak yang aktif dalam proses komunikasi. Pengguna media berusaha untuk mencari sumber media yang paling baik didalam usaha memenuhi kebutuhannya4. Penggunaan (uses) isi media untuk mendapatkan pemenuhan (gratification) atas kebutuhan seseorang atau uses and gratification, salah satu teori dan pendekatan yang sering digunakan dalam komunikasi. Teori dan pendekatan ini tidak mencakup atau mewakili keseluruhan proses komunikasi, karena sebagian besar perilaku audience hanya dijelaskan melalui berbagai kebutuhan dan kepentingan mereka sebagai seuatu fenomena mengenai proses penerimaan (pesan media). Pendekatan uses and gratification memberikan alternative untuk memandang pada hubungan antara isi media dan audience, dan pengkategorian isi media menurut fungsinya. Kita bisa memahami interaksi orang dengan media melalui pemanfaatan media oleh orang itu (uses) dan kepuasan yang diperoleh (gratification). Peranan kegiatan promosi sangat penting dan harus dapat memperlihatkan dengan cara yang tepat sehingga informasi yang disampaikan dapat diterima dan dimengerti oleh masyarakat yang diharapkan dapat menjadi konsumen bagi perusahaan. Pemasaran merupakan pendorong untuk meningkatkan penjualan sehingga tujuan perusahaan dapat tercapai. 3 Dedy Djamaluddin Malik dan Yosal Iriantara, Komunikasi Persuasif, PT. Remaja Rosdakarya, Bandung, 1994, halaman 147 4 Nurudin, Pengantar Komunikasi Massa, PT. Raja Grafindo Persada, Jakarta, 2007, halaman 192 commit to users pustaka.uns.ac.id digilib.uns.ac.id 6 Pada media kelompok, feedback atau respon komunikasi dapat diperoleh secara langsung, dan jenis respon tersebut beragam sesuai dengan perbedaan cara individu menangkap dan menginterpretasikan pesan yang disampaikan. Dalam komunikasi pemasaran penonjolan karakteristik atau pengertian dari sebuah kelompok dapat ditentukan oleh minat (interest). Media presentasi kelompok biasanya ditujukan untuk kelompok tertentu dan cenderung lebih efektif, karena pada audience yang menerima sajian informasi tersebut terfokus hanya pada satu stimuli saja, atau terperangkap dalam satu stimuli. Bentuk komunikasi kelompok dalam kegiatan komunikasi pemasaran diantaranya adalah : video presentation, slide projector, teleconference, poster, dan banner5. Menurut Duncan (2005), Principles of Advertising & IMC, komunikasi pemasaran terpadu adalah proses perencanaan, pelaksanaan, dan pengendalian pesan suatu merek untuk dapat menciptakan hubungan jangka panjang dengan pelanggan. IMC merupakan suatu sinergi, kreativitas, integrasi, dan komunikasi pemasaran secara terpadu dengan cara memanfaatkan beragam elemen komunikasi yang berbeda-beda agar tercipta koherensi yang saling mendukung6. Pengetahuan mengenai pemasaran menjadi penting bagi perusahaan pada saat dihadapkan pada beberapa permasalahan, seperti menurunnya pendapatan perusahaan yang disebabkan oleh menurunnya daya beli 5 Rd. Soemanagara, Strategic Marketing Communication : Konsep Strategis dan Terapan, Alfabeta, Bandung, 2008, halaman 50 6 Freddy Rangkuti, Strategi Promosi Yang Kreatif & Analisis Kasus Integrated Communication, PT. Gramedia Pustaka Utama, Jakarta, 2009, halaman 29 commit to users pustaka.uns.ac.id digilib.uns.ac.id 7 konsumen terhadap suatu produk sehingga mengakibatkan melambatnya pertumbuhan perusahaan. Tantangan terbesar dalam menyusun strategi promosi yang kreatif dan membuat program promosi dalam bentuk komunikasi secara terpadu adalah menentukan strategi dan program promosi mana yang paling efektif untuk menghasilkan dampak yang sangat besar terhadap
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